Skoda aims to communicate that its first fully electric vehicle both "purrs electric" and "grrs attitude" in a whimsical TV spot that features twin robots personifying both of these attributes.
The U.K. ad, by Fallon London, promotes the Skoda Enyaq iV. It begins with a couple adopting two baby robots. As they grow up their contrasting personalities become apparent; "Purr" (the first sibling) is gentle and caring, while "Grrr" (the second sibling) is impassioned, creative and forceful. They leave home and try out a variety of different jobs, including working on a costruction site and a supermarket parking lot, without success, until they discover the Skoda factory where their attributes are perfectly in sync. Frederic Planchon of Academy Films directed, with post-production and animation led by Freefolk.
The film is designed to illustrate the car as an SUV for people who want the environmental benefits of driving an electric car without compromising on design. It will run as a 60-second version together with 30- and 20-second versions. The push also includes ad break takeovers on Channel 4 with Purr and Grrr building the Channel 4 logo across six different clips.
“The campaign beautifully dramatizes the two sides of our all-electric SUV; a striking looking, design-led car that is kind to the environment," said Kirsten Stagg, head of marketing at Skoda UK, in a statement. "It’s the most important car in our history and we set ourselves bold ambitions for both creativity and memorability for this launch."
“This was one of our most creatively ambitious campaigns to date for Skoda, both in terms of creating a big, beautifully crafted story that really brings to life the differences of the Enyaq iV, but trying to do that in lockdown," added Chaka Sobhani, chief creative officer, Leo Burnett and Fallon London. "With the help of the phenomenal Frederic Planchon, we hope we’ve created a story full of heart and humanity that shows the magic that can happen when two opposing forces come together. We’re very excited to introduce Purr and Grrr to the world.”